Creating a Voice for Empowerment

Role Content Strategist

Company Hustle & Heart Consultancy is an Amsterdam-based organization that supports organizations in developing and retaining their female & diverse talent.

Context I collaborated with Shenin Lebrun, founder of Hustle and Heart Consultancy, a business dedicated to enabling women professionals to unlock their potential and pursue their dreams. As Shenin’s business grew, so did the need for a strategic website update to better serve her target audience: businesses seeking consultation or speaking services and individual women looking to network and receive mentorship. My goal was to develop a cohesive content strategy across multiple touchpoints, ensuring that the brand’s message resonated with both audiences while staying true to Shenin’s empowering, values-driven leadership.

Challenge The primary challenge was adapting Hustle and Heart’s website to clearly support two distinct user flows. With the company’s growth, it became essential to create a seamless experience that served corporate clients and individual women equally well. My task was to audit the current content, identify gaps, and develop a structure that would speak to each audience effectively. This required a blend of new content creation and editing of existing materials to align with the company’s expanding goals.

Contribution Through a comprehensive content audit, I evaluated how well the current website content met the needs of these distinct user groups. After identifying improvement areas, I designed two user flows: one for businesses interested in consulting or speaking services and another for individual women seeking mentorship and networking opportunities.

I crafted new content and refreshed existing materials, using targeted language that would resonate with each group’s goals and challenges. By aligning content structure and messaging across pages, I improved navigation and created a more intuitive user journey.

Impact The updated website provided a more intuitive, targeted experience for both corporate clients and individual users, allowing Hustle and Heart Consultancy to connect effectively with its expanding audience. The refined content strategy ensured that each user flow was clear and engaging, reflecting the company’s commitment to empowering ambitious women and building a supportive community.